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The Israel-Premier Tech cycling team announced Monday it will compete under a new identity as NSN Cycling Team starting next year, following months of protests that had targeted the squad because of its Israeli connections.
The rebranding comes after the team faced significant disruption during the Spanish Vuelta race earlier this year, where pro-Palestinian protesters repeatedly demonstrated against its participation. The team was later excluded from a race in Italy, highlighting the growing impact of geopolitical tensions on international sports.
NSN (Never Say Never), an international sports and entertainment company co-founded by Spanish soccer legend Andres Iniesta, is taking over the team structure alongside Swiss-based global investment platform Stoneweg. Iniesta, who played nearly 700 matches for Barcelona and earned 131 caps for Spain, including scoring the winning goal in the 2010 World Cup final, brings significant sporting prestige to the cycling organization.
The team will relocate its operations to Spain, establishing bases in Barcelona and Girona—the latter being a popular training hub for professional cyclists from around the world due to its favorable climate and varied terrain.
“This new era marks a significant milestone in the growth of the team and an opportunity to join forces with organizations united by shared values of ambition, excellence, and the drive to inspire through sport,” NSN said in a statement released yesterday.
The management structure will maintain some continuity, with Kjell Carlström staying on as the cycling team’s general manager. “We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity,” Carlström said in the announcement.
The decision to rebrand comes in the wake of increasing pressure faced by the team during international competitions. During the Spanish Vuelta in August and September, several stages were significantly disrupted by protesters objecting to the team’s Israeli connections amid the ongoing conflict in Gaza. Spanish government officials estimated that more than 100,000 demonstrators gathered in Madrid during the final stage alone, creating an unprecedented atmosphere of tension around what is typically a celebratory conclusion to the three-week race.
The team’s previous identity reflected its dual sponsorship: Israel, represented by Israeli-Canadian billionaire Sylvan Adams who co-owns the team, and Premier Tech, a multinational company based in Quebec, Canada. While the announcement confirms NSN and Stoneweg as the new backing entities, it remains unclear whether Adams will maintain any ownership role in the rebranded organization.
This transition represents one of the most prominent examples of how the ongoing Middle East conflict has affected international sports beyond the immediate region. Cycling, with its open-road format and accessibility to spectators, had become a particular flashpoint for demonstrations.
Industry analysts note that the rebranding may help the team secure invitations to major races in the coming season without the controversy that surrounded them in 2023. The UCI WorldTour, cycling’s highest level of competition, requires teams to maintain certain sporting and financial standards, regardless of national identity or sponsorship.
The team’s rider roster and competitive goals for the 2024 season have not yet been announced, though the management has previously expressed ambitions to compete in cycling’s premier events, including the Tour de France and the other Grand Tours.
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14 Comments
Interesting rebrand for the Israel-Premier Tech cycling team. Curious to see how the new NSN Cycling Team fares with the move to Spain and backing from Andres Iniesta’s company. Wonder if this will help address the geopolitical tensions that disrupted their races in the past.
The new Spanish base and Iniesta’s involvement could certainly boost the team’s profile and help mitigate the political challenges they’ve faced. It will be interesting to see if the rebranding resonates with fans and sponsors.
This seems like a smart move for the cycling team to distance itself from the Israeli connection and relocate to Spain. Iniesta’s involvement as a co-founder of NSN could really elevate the team’s status and performance.
The team’s exclusion from races due to geopolitical tensions was clearly an issue they needed to address. Hopefully the NSN rebrand and Spanish base will allow them to focus on the sport without those distractions.
The Israel-Premier Tech cycling team has faced a lot of challenges due to its Israeli ties, so this rebrand to NSN Cycling Team and relocation to Spain seems like a smart move. Iniesta’s involvement as a co-founder adds a lot of prestige and could help the team move past the political issues.
The cycling world is no stranger to political controversies, so it’s not surprising that the Israel-Premier Tech team faced disruption due to its Israeli ties. This rebranding and relocation to Spain could be a smart way to move past those issues and build a new identity.
Iniesta’s involvement as a co-founder of NSN brings a lot of credibility and star power to the team. That could be a real boost as they look to establish themselves in the sport’s top ranks.
Relocating the team’s operations to Spain and partnering with Andres Iniesta’s company seems like a smart way for the cycling squad to move past the political issues they’ve faced. Curious to see if this rebranding as NSN Cycling Team resonates with fans and sponsors.
Iniesta’s involvement as a co-founder of NSN brings a lot of clout and visibility to the cycling team. That could be a real boon as they look to elevate their profile and performance on the international stage.
Curious to see how the rebranded NSN Cycling Team performs once they’re established in Spain. The move away from the Israeli connections and Iniesta’s involvement seem like positive steps, but they’ll need to deliver results on the road to gain wider support.
Interesting to see how the former Israel-Premier Tech cycling squad fares under its new NSN Cycling Team identity. The move to Spain and Iniesta’s involvement as a co-founder could provide a fresh start and help the team focus on performance rather than geopolitics.
With a new name, new base, and new ownership, this rebranded cycling team seems poised for a reset. Will be curious to see if the NSN Cycling Team can capitalize on these changes to achieve greater success in the sport.
The Israel-Premier Tech cycling team has faced a lot of disruption due to its Israeli connections, so this rebranding to NSN Cycling Team with a new Spanish base makes a lot of sense. Curious to see if the Iniesta association and relocation to Spain can help them leave those political issues behind.
A new name, a new base, and a new co-owner with Iniesta’s prestige – this looks like a pretty significant overhaul for the former Israel-Premier Tech cycling team. Curious to see if the NSN Cycling Team can capitalize on these changes to achieve greater success.